
Pass t:"( t\ h) 



Copyright^ , 



COPYRIGHT DEPOSIT 



TOWN PROMOTION 



MORTON EICHMAN 



MUNICIPAL ADVERTISING 



The Morton Eichman Company 

TOWN PROMOTION 

AND 
MUNICIPAL ADVERTISING 



A Practical Work for Towns and Cities of 3,000 to 
50,000 Desiring to Grow and Gain 



THE PIONEER PRINTERY, LEBANON, INDIANA 
1909 



COPYRIGHT 1909 



The Morton Eichman 
Company 



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tY of CONGRESS 
1 wo Cooies Keceived 

APR 3 1909 

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PREFACE 

As in commercial 
life, where the "live 
ones" have forged 
ahead with the pow- 
erful aid of modem 
p u b 1 i c i t y — so now 
does the city and town 
put its faith in the 
greatest of all modem 
forces, "printers' ink." 

MORTON EICHMAN 

Morton Place 
INDIANAPOLIS, IND 

March 4, 1909 



TO 

Commercial Clubs 

AND 
Boards of Trade 

In presenting our Town 
Promotion and Municipal 
Advertising Plan to you, we 
are blazing a trail which, if 
you follow, will lead you to 
the field that all towns and 
cities are now striving to 
reach and remain: A 
Home Trade Plan, for the 
Home People and by the 
Home People. 

These plans will succeed, 
because they are founded 
on modern business methods. 
They will continue to be a 
success if they are properly 
carried out. 

In commending these 
plans to your notice and for 
your use, we do so wiih the 
assurance that success 
awaits your effort, and that 
the one who is first to take 
up will originate for the 
the others to follows. 

The Morton Eichman 
Company 



CONTENTS 



The Outline . . Page 9 



How to Raise a Fund of 
$3,500 in a Town of 
5,000 . . Page 11 



How to Spend the Funds 

Most Advantageously. 

Methods. Safeguards. 

What to Avoid . . . 

Page 18 



Examples and Miscellany 
Page 23 



Promoting a City of 20,- 
000 to 50,000 Page 25 



INTRODUCTORY 



"The Ad Critic, on high 
buttressed, with authority, is 
but human after all. He 
may know ethics, but when 
your sale quintuples pre- 
vious records, your experi- 
ence is one hundred per 
cent, better than his theory. 
We congratulate you upon 
the showing made. 
Very Truly Yours, 

< Printz-Bierdman Company 

Cleveland, Ohio 

March 2, 1909 



The Outline 



YouVe a good town — one that is average progres- 
sive — with its business varying year to year, from 
good to dull, up and down. 

Now if you could succeed in letting outsiders know 
the many good things of your town, that you know, 
you feel pretty sure that things would pick up at once 
and briskly, too. 

We offer a plan of Town Promotion, based upon 
practical working experience in cities of your sizn, 
that will make things livelier in your town than they 
have ever been. 

That's a strong proposition to put before you as 
business men — but we have prepared proof — and it 
doesn't cost a cent for you to find out — and THE 

Plan Will Pay for Itself 

It is no high sounding theoretical plan of high fi- 
nance, only a plain understandable business proposi- 
tion, the same that you would use in promoting your 
own business successfully. 

Our plan is simply a straightforward method of 
advertising your town. It's no scheme — no financial 
puzzle for outside promoters to feast at your expense 
— for you control it exclusively — it's a Home Trade 
proposition, and will be operated by Home People. 

You know and realize that if you could control and 
influence your own home trade, the trade that right- 
fully belongs to your town — if all your home town 
and home county trade spent their money in your 
town- -well it wouldn't take you long how to figure 



10 TOWN PROMOTION AND 

out that instead of cutting down your force, you 
would have to increase it. 

Getting down to brass tacks — we will give you a 
plan that will stimulate the trade you already have 
at home and fill your town and stores with buyers, 
which means more people to employ and more rooms 
filled — in a word you would have a live town. 

Instead of seeing people of your own town coming 
home from the cities with packages and bundles, you 
would enjoy the pleasure and profit of sending the 
goods out from your own town. 

Our plan is guaranteed to give your town a 
healthy and steady business impetus, with no boom 
effect to let down, and it will make your town "The 
Busy City" — and remember it will pay for itself, it 
will not cost you a cent of expense to operate it. 

Because it is an advertising proposition, and adver- 
tising is NOT an expense, merely an investment, and 
the dividend returns are the best and the biggest in 
this country of ours today. 

The idea of Municipal Advertising is now in its 
infancy, and we are the pioneers in taking up this 
work to promote and suit towns of your size. 

This plan is designed wholly for towns sizing from 
3,000 to 50,000 and we place it only in territory that 
does not conflict. 

It's the old "bird" story — wouldn't you rather be 
the "early bird" than the "pigeon?" 

In all towns, as in all business, there is a sameness, 
and it's the one live one who goes out and does the 
thing different — who is first — who can look back and 
see the rest. 

So every town is ambitious to lead and excel its 
neighbor and rival — and the one to do it will be the 
one to do the right thing at the right time. 

You are now face to face with the GREATER OP- 
PORTUNITY — start the business revival movement 
by joining now. 



MUNICIPAL ADVERTISING 11 

Plan to Raise Funds to Make a Six Months Munici- 
pal Campaign in a Town of 5,000 and Upwards 

Commercial Club, 500 members 

at $1 each $500 

Buttons to boom the town. 

200 at 50c 100 

500 at 25c 125 

2,000 at 10c 200 

2,000 at 5c 100 * 

Total $525 

Estimated profits $450 

Stamps to go on all outgoing mail — 

20,000 at lc $200 

Estimated profit 185 

Souvenir Paper Edition " Greater 
(Town Name).'' — 

2,000 copies at 5c 100 

Six months. Estimated profit .... 600 

Field Signs (local and manufac- 
turers' use) — 
100 signs at $5 profit each 500 

Sale of Post Cards — 

10,000 advertising post cards 200 

Advertising Commissions (from 

county and city papers) — 

Prom Merchants' Association ad- 
vertising 5 per cent 150 

Theater Benefit Performance 500 

Percentage of local amusements 

(benefit, etc.) — 

Base ball, fairs, etc., 6 months 500 

Estimated grand total $3,585 



12 TOWN PROMOTION AND 

In making this campaign, the appeal should be 
made to city and county pride, and by awakening the 
enthusiasm of the citizens and school children and se- 
curing the co-operation of the business men, property 
owners, traveling men and wholesale houses, the 
movement can get a healthy impetus at its inception 
and if properly nurtured, will go forward in leaps and 
bounds of its own accord. 

Make it a "band wagon" affair with a live bunch 
of the younger business men as "boosters," and its 
success will only be measured by the limits of the 
town, as all will want to get on the "band wagon," 
when they are impressed it will be a go with a big 
"G." 

Organization 

In the organization of the commercial club or 
Board of Trade, it is well enough to select old heads 
for a president, vice president and treasurer, but trie 
secretary must be a "live" young man and the di- 
rectors must be composed of the younger business ele- 
ment. 

Make the preliminary organization with the view 
of getting ALL of the business men interested, put- 
ting them on the directorate or assigning them im- 
portant committee work, thereby awakening interest 
and securing the greatest possible co-operation from 
each and every one. 

Don't play favorites. Give every one an equal and 
fair deal, but avoid hike warm members and 
1 ' knockers ; ' ' drop these kind and have a compact or- 
ganization of "boosters." Ten buzzers will do more 
good than fifty drones. 

Have the officers and directors meet every week 
with the secretary and go over and keep in touch with 
the situation, and every two weeks have the club meet. 
See that every member gets a personal invitation and 
a reminder, till they all ' ' get the habit. ' ' 



MUNICIPAL ADVERTISING 13 

Have the club get all the ammunition, such as the 
buttons, stamps, cards, etc., and contract for the signs 
and souvenir edition; then apportion each member, 
using good judgment as to the individual capacity, 
with the amount to be disposed of ; charge them with 
what they take out in supplies and have a report 
every week and a settlement. 

The Buttons 

The buttons can be disposed of to the merchants, 
property owners, hotel men, traveling men, women 
and school children. The different sizes and prices 
making a difference and allowing all to participate at 
an individual cost to suit the person. 

Impress them with the fact that they are helping 
the town and of course they are helping themselves. 

The Field Signs 

The field signs will readily be taken by manufac- 
turers of advertised articles or the home merchants, 
but no field sign should be put up for any one unless 
it carries the town advertisement and the \ 'catch line. * ' 

The Catch Line 

The "catch line" should be some short, suggestive, 
snappy line, such as "Booming Baltimore," "Lively 
Lebanon," "Busy Boston," "Newcastle, The City of 
Roses," "Frankfort, The Factory Home," "Muncie, 
Municipally Moral." This slogan should be carried 
on the buttons, stamps, signs and in all advertising of 
any sort used. 

The Souvenir Edition 

The Souvenir Edition should be issued once a 
month, and be mailed out to every one in the county. 
2,000, if not more, can easily be disposed of at 5 cents 
each. 



14 TOWN PROMOTION AND 

The home papers ought to be glad to publish these 
for the advertising that they get out of it. Have the 
merchants to adopt one day of each month, prefera- 
bly the dullest week day, and call it ' ' Livelyville 's 
Bargain Day." 

Have the merchants to advertise special attractions 
in every line carried to induce people to come to the 
town on that day, and make the bargain inducements 
sufficient to get the people to come, for when the peo- 
ple come they will spend their money all over town, 
and experience shows that the more the people travel 
the more they spend. Start them coming right, and 
then keep them coming right along. 

The Stamps 

The stamps can be sold at one cent each and will be 
a great out of town advertisement, if every one, send- 
ing out mail, uses them. 

The Post Card 

The post card can be a source of great revenue, by 
getting up attractive views, and the home people will 
take pride in sending them away, and they will sooner 
buy them for their local value, aside from the support 
it will give the Municipal Advertising movement. 

Have the secretary make arrangements with the 
local papers, that for all of the merchants association 
advertising, they allow a commission of 5 or 10 
per cent, on all advertising that they get from the 
merchants in the local association. 

Amusements 

On all amusements, such as baseball, fairs, 5-cent 
shows, theaters, basket ball and any other form of 
amusements, make arrangements for benefit perform- 
ances, or certain percentages on days or nights se- 
lected. 



MUNICIPAL ADVERTISING 15 

It will be mutually profitable, for the amusements 
will get increased patronage, from the fact that it is 
to help the Municipal Advertising movement. 

The whole secret of the success of this movement 
depends upon impressing the people that they are 
getting a run for their money, that for every cent 
they spend, they get equal value and that they bene- 
fit the town and when they benefit the town they 
benefit themselves. Keep down the idea that it is 
donation. Impress them with the fact that they buy 
and get something when they spend 5c to help the 
town, and who wouldn't spend such a small amount 
to help their home town along? 

If you haven't enough citizens and children with 
enough home pride in them to support these little 
enterprises, don't waste your time in such a town. 
Get out of it, for it is a "dead one," and you should 
go to a live one, where you belong. 

Theater Benefit Performance 

Secure the co-operation of the opera house manage- 
ment in giving a "Town Benefit" performance. So 
many people will harp that they can 't see a good show 
unless they go to the city. 

Secure the best attraction possible, pay them $500 
or $600, then auction off the boxes and choice of the 
first hundred seats ; place the rest of the house on sale 
at popular prices and you will easily realize $500 to 
$700 profit, please the people with a good show, give 
them their money's worth, give the show company a 
good opinion of the town to carry abroad — and help 
the Town Promotion fund nicely. 

In addition, you could get out a souvenir program, 
that if properly handled, would net $100 to $200, but 
that will depend on local conditions, and you can 
decide that for yourselves. 



16 TOWN PROMOTION AND 

Commercial Club 

First, in order to form a working nucleus, organize 
or increase your commercial club by securing 500 
members at $1 initiation fee, and 50 cents a month 
dues. This will properly finance the club, giving it 
a sufficient revenue to have a home and support it, so 
that it will be an attractive place for the members to 
come to. 

Now having outlined a plan whereby you can raise 
$2,500 or $3,500 easily in any town without any ef- 
fort, we will detail the method of spending it to get 
the best results. 

The Organization 

The first essential in any organization is a head. 
You want a live man, one not afraid to go ahead and 
make good. Therefore, select your organization with 
an idea of appealing to all classes in a small town. 
See that all are satisfied, for by experience there is 
more petty jealousies in the smaller towns to the 
square inch than fried chicken at a Methodist confer- 
ence meeting. 

Get good, stable men, trying to get a representative 
lot, and then comes the highly important feature. 

The Important Feature 

On this step will rest in a great measure the success 
of your entire plan, to employ an active secretary. 
Don't hire a man out of sympathy, just because he is 
out of a job and he is a good fellow, but on the con- 
trary, get a home man, pay him enough to let him de- 
vote all of his time to it, and not subordinate the 
position to some office girl, for this is a man's work, 
and a big man's work. . 

Give him an office and provide him with an assist- 
ant to meet the demands of the position. Preferably 



MUNICIPAL ADVERTISING 17 

choose a man with advertising or newspaper experi- 
ence. 

His first step will be to provide by some method of 
his own, a suitable slogan or catch line to carry in all 
of the Municipal Advertising. 

Have him to secure display space gratis from the 
city and county papers, which he will fill each day 
and week with live matter regarding the town. Mix 
it up good with city and county affairs and news of 
improvements and other pertinent matter, such as 
every town has at all times, of interest to all citizens 
and taxpayers. 

Also occasionally have a column of news interest 
what other towns are doing, of interest to your 
neighboring and rival towns. It will serve to stimu- 
late interest and if your citizens have any civic pride, 
they will be aroused. In a word make the advertis- 
ing and Municipal news the most interesting thing in 
the paper. 

The Souvenir Editions should be filled with data 
and cuts of new improvements, also write-ups and 
pictures of the leading men of the town. 

Give newsy write-ups of the industries and stores 
of the town, getting the data from the business men 
themselves. FILL IT WITH GOOD LIVE ADVER- 
TISING AND DON'T TAKE A MAN'S ADVER- 
TISEMENT UNLESS HE WILL CHANGE IT 
EVERY MONTH, for if he is that dead, don't 
awaken him, and if he is too busy he don't need any 
boosting. 

Once a month run "Boom" trains out over the 
county on the interurbans or drive out to the smaller 
towns that the roads do not reach; take a band, a 
bunch of your business men and some good literature 
and circulate among your neighbors. Their trade be- 
longs to you, but you have to get after it, and any one 
likes to hook up with live ones. Get them on your 



18 TOWN PROMOTION AND 

wagon and once you get them there, see that they 
don't get off. 

All of these things are within your reach and it 
requires little effort to do them if you get started 
right. Instead of wasting your wind, energy and 
money fighting mail order houses and bellyaking be- 
cause the town is not what it used to be. Get Together, 
Concentrate, and you will have so much "milldamn" 
business to look after you won't worry about the city 
getting your trade, or the mail order houses not help- 
ing pay your taxes, or your town going dry. 

Get every business man in your town interested in 
the Municipal movement, meet regularly, thresh over 
the local situation, have a good feed occasionally, 
have some good advertising or successful business man 
from the outside to come in and tell you how your 
town looks from the outside. Climb into your Sunday 
clothes, bought at home, set down to a feed, served by 
home people, smoke home made cigars, have a ellofa 
good time, for an evening, swap opinions with your 
neighbor and competitor, go home and tell your wife 
how glad you are to live in the best town on earth 
with the best woman in the world, and get busy good 
and early helping your town and helping yourself. 

How to Spend $3,500 in a Six Months Campaign 
of Promoting a Town of 5,000 

Hire a secretary for 6 months at $75 a month. $ 450 

Hire an assistant for 6 months at $40 a month. 240 

Office, light and stationery 75 

Secure a mailing list of 10,000 names 100 

Cover mailing list 12 times 1,200 

Printing, advertising and incidentals 935 

Commercial Club and advertising 585 

Total $3,585 



MUNICIPAL ADVERTISING 19 

Use the Morton Eichman Co/s "Advertising Plan" 

Cover the mailing list twice a month, with a book- 
let, folder or circular. Use the Morton Eichman Co. 's 
" Advertising Plan," which is as follows: Issue a 
folder size 7x11 inches on Advance 100 pound tag 
paper. This will fold two times and can be fastened 
with a cheap clip, costing about 16 cents a thousand. 

Ten thousand circulars printed on Advance 100 
pound tag can be printed in any local printery, not 
to exceed $25 for the 10,000. 

Have something pertinent on the outside to arouse 
the curiosity of the person receiving it, causing them 
to open it up and not casting it aside. 

Outline whatever you wish regarding the fact that 
your town is going to extend its trade domain, that 
it is reaching out for new business and for his busi- 
ness, it is the aim of the town to secure new indus- 
tries, locate new factories, to attract capital, to make 
it a good live town and to double its population in the 
next few years. 

On each of these folders stamp or print a number, 
(each one different). Explain that it is the desire for 
your town to attract as many people to come to the 
town to trade as there is in the county. 

Tell the person receiving the folder to bring the 
folder bearing the number to the town from — (dates 
selected), to go into every store in search of the same 
number, and no matter where he finds it or the value 
of the article, IT IS THEIRS, ABSOLUTELY 
FREE. 

Explain that there will be 500 articles in the differ- 
ent stores and that every article will bear a card on 
which there is 5 numbers and the first number show- 
ing up will claim the prize FREE. 

That the numbers will be changed daily and that 
all 10,000 numbers will have a fair and equal show. 



20 TOWN PROMOTION AND 

Of course it will be necessary to be in town on the day 
your number goes up to claim your prize. 

This plan will bring the biggest crowd you have 
ever had in your town AND IT WILL KEEP THEM 
COMING DAILY. It will be the best and most thor- 
oughly advertised event ever given in your town and 
the interest will increase daily. If you decide to use 
it 2 or 3 times a season the people will clamor for 
numbers, so see that all are supplied. 

Now this method will get the people to your town. 
Of that there is no doubt, but that is all it can do. 
But you know as a business man that when the peo- 
ple come you do business. Then it's up to you. The 
goods have been delivered to you. If you have the 
right goods and the right prices and you and yours 
give the glad hand and the cheery "how do ye do,' 7 
why, you will win and they will keep coming. 

The articles will be donated by the merchants and 
they will select and display their own prizes in their 
own stores, of course in a prominent position. 

The secretary will prepare the set of cards, so that 
in the course of the week all of the numbers sent out 
will appear. He will see that the cards are changed 
daily and look after it without causing the merchant 
any trouble. 

On each folder will be receipt blanks and when the 
article is claimed, the winner will sign the same show- 
ing delivery. This list then can be published in the 
papers and all of the publicity possible will be real- 
ized from the event. 
For Men Only. 
(Watch the women get busy ) Mr. John Smith, 
An Invitation to a big party. Lively Ville, 
(For outside cover.) U. S. A. 

(Inside.) 

Would you come to Lively Ville. if you had a 
chance to get some valuable and useful article per- 
fectly and absolutely FREE? 



MUNICIPAL ADVERTISING 21 

HOW? 

In order to let the people of Live County know 
what a good live set of business men we have here in 
Lively Ville, we are going to give an ACQUAINT- 
ANCE SALE. 

We are going to send out to every person in the 
county a circular, each one bearing a different num- 
ber. In our town in each and every store of the fol- 
lowing merchants will be found articles below enu- 
merated, on which will be found the duplicate num- 
bers that are issued on these circulars. 

To the person bringing to the town the number, 
and finding the same, this article will be given FREE. 
This is no lottery or scheme, only a new method of ad- 
vertising our town and getting better acquainted with 
you. 

We have the best town for its size in the whole U. 
S. A. and its going to be better. We are going to bring 
new factories here, build new buildings and make a 
lot of new improvements. 

Already plans are on foot to double our population 
during the next few years. Yes we are going to have 
10,000 people living here in a short time. 

This ACQUAINTANCE SALE opens on 

and closes , so if you fail to share, like your 

neighbor will, blame no one but yourself. 

Read every line below carefully. 

Five Hundred Articles Free, Value $1,000 

The following articles will be given away FREE — 
bring your circular and find the article — it's yours 
and FREE. There are no strings to this offer. You 
don't have to buy a thing. There is no drawing, 
nothing to do but come to Lively Ville, come into the 
stores of the merchants whose names you find below 
and find the article with your number on it — and it's 
yours FREE. 

(List of articles, value and merchants.) 



22 TOWN PROMOTION AND 

9,000 CHANCES TO GET A PRIZE FREE 

In order to give every one receiving this circular an 
equal chance, we will card every article with three 
numbers and change themj daily. Consequently the 
first number presented claims the prize FREE, so 
bring your number early. 

You are now reading the circular, look for the num- 
ber. 

The ACQUAINTANCE SALE begins and 

closes . Get busy and come the first day. 

RECEIPT FORM 

This is circular I have this day taken 

No. taken this circular to Lively 

12345. Ville and claimed the following 

article in store FREE. 

Signed 

Address 

IMPORTANT— Bring this with you. No article 
given unless claimed with the original circular and 
number. 

Home Coming 

Here is a feature that can be made an event worthy 
of note, yet it is sadly neglected, only because there 
is no organization to carry it forward. 

You all know that at certain seasons of the year 
there is a home coming of former residents, who plan 
a visit to see the folks and the old home town once 
again. 

Now if you would select a certain time, the most 
convenient as to season and travel, and let all of the 
former residents know that for a certain week the old 
town was going to put on its Sunday clothes and en- 
tertain all of the old boys and girls, don't you think 
you would have a crowd ? 



MUNICIPAL ADVERTISING 23 

The biggest and the best lot that you would ever 
get in your town ; the idea that the old town was go- 
ing to entertain them would be a card in itself, and 
to know that all of the old schoolmates and friends 
would meet at this home coming and reunion would 
make them want to come and stay all of the week. 

A separate organization for this event will work 
better, giving the work to some of the older inhabit- 
ants, who should understand the conditions better and 
would get better results. 

Handled properly this event should provide a 
week of entertainment for the town and the visitors, 
and should be profitable for the Town Committee or 
the Commercial Club, who would be able to realize 
handsomely on the concessions granted. 

Get a railroad rate and advertise it, select an 
August or a September date, and you will get the 
crowd and the home comers will go away spreading 
the news "of what a live town my home town is, and 
how proud they are to claim it as such." 

Most people want to take a trip once a year, gen- 
erally in the early fall. Just offer them a home com- 
ing reunion as an excuse and see your town filled and 
talked about. 

Miscellany and Examples 

Raising money in a small town is the question that 
confronts the clubs that desire to promote the town. 
With so many classes to deal with, the petty jealousies 
that exist and the competition that is always more 
noticeable in a town of 5,000 than one of 20,000 — the 
commercial club has a hard task. Not alone is it dis- 
agreeable and involves a lot of work to get a man to 
contribute $20 to $100 — but no matter how well the 
money is spent, there are always some who will never 
feel satisfied. 

Instead of the town conforming to the plan, the 
plan is generally subservient to meet the whims of 



24 TOWN PROMOTION AND 

every one, thereby destroying its best force and ele- 
ment, the unity. In the larger towns and cities the 
business men as a class are more liberal and they will 
work more together and they will conform to the plan, 
thereby increasing its effectiveness, by uniform con- 
centration. 

Now the Eichman Plan avoids all of these hard- 
ships, errors and mistakes that confront the average 
town of the smaller size, by a simple effective method 
that raises funds, easily, readily and makes every one 
willing to and proud to join in the movement and no 
individual is asked to give $50 or even 5 cents. 

Besides that, the results are easily noticeable, all 
share alike in the benefit to the town and in the end 
no one is a " kicker" — every one, even in the narrow- 
est and most hide-bound community, will be an en- 
thusiastic booster. 

This plan appeals to, and is designed for, towns, 
ranging in size from 3,000 to 20,000, and has been 
evolved, after years of careful study and trials, by 
one who has had the actual working experience 
through all their stages of development. 

The plan besides its novelty and its absolute new- 
ness, as to its application, is founded upon merit alone, 
— upon ideas that have been tried and proven them- 
selves ; they have been carefully gone over, revamped, 
smoothed out, edges trimmed, until now they repre- 
sent only the practical, the best and proven — the un- 
wieldy and drawbacks have been eliminated; they 
have been reduced to such a scientific basis, that they 
can be operated in any town and altogether by home 
people. There is no mystery about it, there is a rea- 
son why for every move made, and just as smoothly 
as the plan works, just as perfect and true are the 
results. 

It is not a question of trying something and taking 
a chance of its success, for its success will come as a 



MUNICIPAL ADVERTISING 25 

matter of course, the success only dependent upon its 
start and the operation of the plan. 



Promoting a City of Twenty to 
Fifty Thousand 



The promotion of a city of 20,000 to 50,000 opens a 
field large and resourceful — naturally the publicity 
must be broad and unique. 

First — it must be broad and diversified enough in 
its general character to be impressive — and — 

Second — it must vary in detail so as to interest and 
confine the attention of those attracted. 

The splendid advantages and resources that the 
average city of 20,000 to 50,000 in the United States 
possesses, the limit of an advertising campaign, is 
only restricted by the boundary lines of the U. S. A. 

Methods at Command and Those to Employ 
Profitably 

The first vital essential towards any publicity is to 
secure a promoter of publicity. 

A Director of Publicity 

The first step would be to secure a Director of Pub- 
licity. Engage a good advertising man to direct the 
publicity and work with the Board of Trade, to se- 
cure united results from a concerted advertising 
campaign. 



26 TOWN PROMOTION AND 

Practically every avenue of publicity known is 
open to the promoter of a city — the length and 
breadth of it to be governed by the expenditure of 
time and money. 

However, in the choosing of the tools for the up- 
building of a city, the most important and farthest 
reaching methods would be — 

1. A national campaign of advertising 
through the agency of a popular maga- 
zine. 

(a) Write Ups. 

(b) Display Advertisements. 

2. Home Paper Souvenirs and Souvenir 
Booklets. 

3. Opening of New Additions to the City. 

(a) Factory Sites. 

(b) Home Building. 

4. Trade Journal and Newspaper Adver- 
tising. 

5. Home Coming Celebration. 

6. Bill and Bulletin Boards. 

The National Campaign of Advertising via the Pop- 
ular Magazine Route 

Institute a national advertising campaign by using 
one or more of the national circulated magazines, with 
write-up of the city and views of interest, elaborating 
on its advantages as a home town and a manufactur- 
ing center. 

Considered from a question of circulation and re- 
sults, such is the only logical method of employ — be 
ing unique in its conception, national in scope, far 
reaching in action, powerful in production, and prac- 
tical in its results. 



MUNICIPAL ADVERTISING 27 

Souvenir Home Paper Edition and Souvenir Booklet 

Get our souvenir editions of best daily paper or 
papers, with the advantages of the city enumerated 
in facts and figures, and splendidly illustrated. Fill 
it with good advertising from the leading institutions 
of the city. Mail to merchants and manufacturers 
over the country. 

Edit a Souvenir Booklet, say once a month, alive 
with newsy matter and with illustrations of the best 
points to appeal to the person or company interested 
in making a move. 

This and the magazine efforts would serve to bring 
the city before the country generally, more impres- 
sively and at less cost than any other method possible. 
Having launched the national campaign, it is next to 
consider the local and nearby publicity. 

Opening Up New Additions and Factory Sites 

Open up new additions to the city, selling lots for 
residence purposes, the profits to go to a factory fund, 
to secure desireable industries. 

This effects a wholesome two-fold purpose — getting 
people to build homes and bringing industries with 
emplo} r ees to fill these homes. 

Advertising the City with ; Display Advertisements 
Etc.,: Eta- 
Carry display advertisements in national magazines 
and trade journals to attract factories and working- 
men. Have factories and business men to enclose 
advertisement inserts in all outgoing mails. Also 
utilize the backs of the envelopes by use of short, 
snappy advertisements. 



28 TOWN PROMOTION AND 

Home Coming Celebration 

Provide for a monster Home Coming during the 
late summer or early fall, just when people are most 
likely to take vacations or travel 

Get out attractive publicity, setting forth the ad- 
vantages of the city, its parks and etc. ; also its prox- 
imity to the mountain and coast resorts. Secure good 
rates on all of the railroads to induce people to visit 
the city during this event. 

Bulletin and Bill Board Publicity 

If the finances are sufficient, the Bill and Bulletin 
boards offer an opportunity for your city to speak to 
millions, some that cannot be reached otherwise. 

However, the other methods should be employed 
first, and the bill and bulletin boards are an auxili- 
ary of merit and worth to follow up with, providing 
the appropriation will permit of it. 

Example of a Catch Line 

As a caption line to be carried in all advertising 
used the phrase to employ would be — 

"Municipally Moral" 

It is short, snappy and dignified and easily lends 
itself to all nature of publicity. 

Moreover it is a timely phrase, carrying a national 
message, suggesting to both the seeker of homes and 
investment, a clean, square city. 

Work along these lines generally, and specifically 
to meet the requirements of local conditions. 

In addition, use The Town Promotion Plan, as 
previously outlined. 

Of course in a city of 20,000 to 50,000, there can be 
created a fund of $15,000 to $25,000, just as easily as 
a town of 5,000 can raise $3,500. 



MUNICIPAL ADVERTISING 29 

The same methods will be found to work as ad- 
vantageously in the larger centers, as in the smaller 
places, only quicker action can be obtained, from the 
fact that a larger town can appropriate $2,000 to 
$3,000 for a Director of Publicity, whose work and ef- 
forts will be prompt and productive. 

Nothing short of a one to a three years' campaign 
of advertising should be attempted, for its effect and 
results are culminative, aud much of the effect and 
goodness would be lost by a too short campaign, and 
stopping short of a full year's campaign. 

By that time results can be measured, and some 
sort of an estimate made, where otherwise a short 
time method would be unfair to the plans and the 
town club. 

In the selection of magazines for the national ad- 
vertising, secure the widest popular circulation pos- 
sible ; would advise the use of Collier 's, The Saturday 
Evening Post or Everybody's. 



B M THE BUSY CITY" W-* 
altimorK 
INDIANA ^—* 

—a clean town 



Twenty-five Churches, Three Grade and "a 
Fine High School Building. Send your 
children here to school; plenty of good 
boarding residences with the best families; 
all the comforts of home . 



The best market 



Our stores and mills pay the highest mar- 
ket prices for your products; and our up- 
to-date stores carry complete lines of the 
better grades; their prices are uniformly 
the lowest. Baltimore is going to double 
its population in the next few years. 

Come and Grow with the Town 



Ask us to put you on onr Souvenir Mailing I^ist 



BALTIMORE BOARD OF TRADE 



BALTIfflOf^cr 
"THE BUSY CITY" L_ 



Goodly Governed- 



Wide awake officers, representatives of the 
best interests of the town; tax rates low; im- 
provements paid before made; no debt — no 
graft; new paved itreets; water works owned 
by the city; hot water plant — the clean, safe 
heat. 



Low Prices 
rjigrj Grades 



Our stores are reaching out for all the busi- 
ness in our territory; they carry large and 
well selected stocks; they buy in large lots, 
because they sell in large lots; consequently 
they can name the lowest prices and THEIR 
STOCKS ARE ALWAYS THE NEWEST. 

Baltimore ISDOC T A ?ioT P0PU - 



COME AND GROW 
WITH THE TOWN 



Ask us to put you on our Souvenir Mailing List 



IF YOU WANT TO MAKE A GOOD MOVE 
MOVE TO 

BALTIMORE 
"THE BUSY CITY" L-« 



Rents arc Reasonable 

Fine Public Schools 

Insurance Rates Low 
Beautiful Improved Streets 

Tax Rates Low 

Splendid Fire Protection 

IT'S A GOOD HOME TOWN 
HIGHEST MARKET PRICES 



For products, with lowest prices on goods you 
have to buy, gives you the maximum of value 
with minimum of cost. 



Ask Us to Put You on Our Souvenir Mailing List 



WHY YOU SHOULD TRADE AT 

BALTIMORE 

"THE BUSY CITY" 
We have the stores 

They have the Variety and the Lowest Prices 

We have the markets 

They Pay the Highest Prices for Your Products 



By making BALTIMORE a good town you 
enhance the value of your land, your property 
and your holdings. BALTIMORE will 
double her population within the next few 
years — do your share by bringing your pro- 
ducts to our markets, and supplying your 
wants from our stores, 



Ask Us to Put You on Our Souvenir 
Mailing List 





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